Aim & Scope
Marketing analytics lies at the heart of the contemporary wave of data driven decision-making, and strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. The Journal of Marketing Analytics (JMA) aims to foster new insights into the ways that companies approach their markets, adjust to changing market conditions, and respond to new competitors. Journal of Marketing Analytics combines the rigor of carefully controlled scientific research methods with applicability of real world case studies, making it an ideal resource for academics and practitioners alike. Academics can stay in touch with the latest developments in this field, while marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline. [1]
2024
Variable science mapping as literature review method
P Tomczyk , P Brüggemann , J Paul
Journal of Marketing Analytics , 2024
Can I be a sportsperson and a worker? Analytics on athlete and coach dual careers
M Mingione , G Mattia , K Podnar , L Capranica
Journal of Marketing Analytics , 2024
Modeling total distribution velocity
M Hirche , F Völckner , G Trinh , S Göbl
Journal of Marketing Analytics , 2024
Brand commitment as predecessor to the factors of continuance intention
D Amoroso , P Ackaradejruangsri
Journal of Marketing Analytics , 2024
M Bordian , I Gil-Saura , G Berenguer-Contri , ... , A Marín-García
Journal of Marketing Analytics , 2024
The impact of online purchase behaviour on customer lifetime value
D Kvíčala , M Králová , P Suchánek
Journal of Marketing Analytics , 2024